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Managing Customersí Creativity for Co-Creative Innovation


Laud, G, Managing Customers' Creativity for Co-Creative Innovation, Australia New Zealand Marketing Association Conference, 3-6 December 2017, Melbourne, pp. 1. (2017) [Conference Extract]

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Contemporary management has seen a shift in innovation practices to harness the knowledge and creativity of customers, and other stakeholders, through collaborative platforms that facilitate the co-creation of innovation. While an emerging body of literature emphasises the role of co-creation in innovation, marketing and service researchers have not considered the role of customer creativity in this process. Commonly creativity is considered through the number of ideas generated as outcomes, but this study investigates the essence of customer creativity through an individualís creative self-efficacy, creative role identity, and ideational behavior, and in doing so takes a socio-cultural approach to creativity to arrive at new, innovative ideas. We develop a conceptual model that explicates the individual, social and system drivers of the customersí ideational behaviour and willingness to participate in cocreation for innovation, and the self-enrichment that emerges from the innovation task and community.

Item Details

Item Type:Conference Extract
Keywords:customer creativity, co-creation, innovation
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing theory
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Laud, G (Dr Gauri Laud)
ID Code:121871
Year Published:2017
Deposited By:College Office - CoBE
Deposited On:2017-10-18
Last Modified:2017-10-18

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